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- W2335245280 abstract "Taking mobile WeChat users as the study objects, this paper builds the users' acceptance model of WeChat marketing and proposes hypotheses affecting users' acceptance intension of WeChat marketing. Reliability and validity analysis of the questionnaires has been done by using SPSS software, surveys on 196 samples have been carried out by questionnaires with guarantee of both reliability and validity and hypotheses have been verified by AMOS. The fitting indexes in relation to this model are: GFI=0.913, AGFI=0.911, CFI=0.956, NFI=0.962 and RMSEA=0.054, respectively. All these indexes fall within the range of recommended values, indicating good fittings. And then this paper calculaes the specific path coefficients and construct the concrete path diagram. The study result shows that the performance expectancy(β=0.625), interactivity(β=0.554), social influence (β=0.337)and individual innovativeness(β=0.129) have significant impacts on users' acceptance intension of WeChat marketing, while the impacts exerted by perceived risk (β=- 0.074)and dedicative performance(β=0.056) are less significant." @default.
- W2335245280 created "2016-06-24" @default.
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- W2335245280 date "2016-01-01" @default.
- W2335245280 modified "2023-09-23" @default.
- W2335245280 title "Users’ Acceptance Willingness Model and Empirical Study of WeChat Marketing" @default.
- W2335245280 cites W1981576151 @default.
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- W2335245280 doi "https://doi.org/10.2991/emcs-16.2016.295" @default.
- W2335245280 hasPublicationYear "2016" @default.
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